MarketingManagement.pdf

SECTION THREE ...

T he aim of marketing is to meet and satisfy target customers’ needs and wants. The field of consumer behavior studies how indiv ...

88 CHAPTER5ANALYZINGCONSUMERMARKETS ANDBUYERBEHAVIOR mix elements. This chapter explores individual consumers’ buying dynamics; ...

How and Why Consumers Buy 89 ➤ Social class.Social classesare relatively homogeneous and enduring divisions in a society. They a ...

90 CHAPTER5ANALYZINGCONSUMERMARKETS ANDBUYERBEHAVIOR Table 3.1 Selected Characteristics of Major U.S. Social Classes Social Clas ...

How and Why Consumers Buy 91 Another shift in buying patterns is an increase in the amount of money spent and influence wielded ...

92 CHAPTER5ANALYZINGCONSUMERMARKETS ANDBUYERBEHAVIOR keters pay close attention to changing life circumstances—divorce, widowhoo ...

How and Why Consumers Buy 93 Although psychographics is a valid and valued methodology for many marketers, social scientists are ...

94 CHAPTER5ANALYZINGCONSUMERMARKETS ANDBUYERBEHAVIOR ➤ Freud’s theory.Sigmund Freud assumed that the psychological forces shapin ...

How and Why Consumers Buy 95 personal meanings and interpret information in a way that fits our preconceptions. Unfortunately, m ...

96 CHAPTER5ANALYZINGCONSUMERMARKETS ANDBUYERBEHAVIOR Attitudes are just as important as beliefs for influencing buying behavior. ...

The Consumer Buying Decision Process 97 attributes, differentiate and describe the brand’s features, and motivate store personne ...

98 CHAPTER5ANALYZINGCONSUMERMARKETS ANDBUYERBEHAVIOR The Stages of the Buying Decision Process In addition to examining buying r ...

The Consumer Buying Decision Process 99 Figure 3-3 makes it clear that a company must strategize to get its brand into the prosp ...

100 CHAPTER5ANALYZINGCONSUMERMARKETS ANDBUYERBEHAVIOR dominated the others on all of the criteria, we could predict that Linda w ...

The Consumer Buying Decision Process 101 dissatisfaction. This is why the marketer’s job does not end when the product is bought ...

102 CHAPTER5ANALYZINGCONSUMERMARKETS ANDBUYERBEHAVIOR think about introducing a new, refillable bottle fragrance line. This is a ...

Notes 103 influences are operating. The attitudes of others, unanticipated situational factors, and perceived risk may all affec ...

104 CHAPTER5ANALYZINGCONSUMERMARKETS ANDBUYERBEHAVIOR 1997, pp. 10–11; Rebecca Piirto Heath, “The Frontiers of Psychographics,”A ...

Notes 105 Cohen, “An Examination of the Fishbein-Ajzen Behavioral-Intentions Model’s Concepts and Measures,”Journal of Experimen ...